CAMPUS CIRCLE MEDIA (CCM) integrated a two phase multi-level marketing campaign to promote the July 7 release of A SCANNER DARKLY. Using promotional items supplied by WARNER INDEPENDENT PICTURES, our grassroots efforts crossed many medians including print advertising, online marketing and a retail promotion.

The following report includes examples of CCM’s A SCANNER DARKLY campaign:
(1) RETAIL PROMOTION – In order to promote A SCANNER DARKLY (ASD), CCM brought in two record stores as a partner to promote the release of the film.  The retailers, BIONIC RECORDS (Two locations in Orange County) and FREAK BEAT RECORDS (located in L.A. County) are two premiere independent record stores. CCM set up a promotion with the stores where both retailers would be the point display location for ASD posters, counter cards and promotional items. The retail portion of this campaign will run from 6/22 to 7/10. In addition to the ASD positioning in the stores, CCM secured $100.00 gift certificates from each retailer to be used in an ASD sweepstakes promotion. Promotional ads for the film and sweepstakes appeared in the L.A. Weekly and OC Weekly on June 29.

(2) SWEEPSTAKES - CCM hosted two sweepstakes for ASD.  The first sweepstakes was used to promote the film and its premiere on June 29. CCM set up the sweepstakes to include information about the premiere along with a synopsis of the film, a trailer link, a link to the official website and databasing. It was only open to Southern California residents. In order to promote the premiere sweeps, CCM launched a designated email to our subscribers in Los Angeles. The email reached 16,555 Campus Circle members. The premiere sweeps ran from June 14 thru June 25. There were 1,087 entries. The second sweepstakes we are currently hosting for ASD is open to the entire country and includes ASD prize packs for mulitiple winners. In addition to the ASD links mentioned earlier, CCM included a link for visitors to read a special feature. This sweepstake was supported by a full page promotional ad in the June 28 issue of CAMPUS CIRCLE. Since this sweepstakes was launched on June 28 over 817 people have entered it.

(3) BANNER ADVERTISING ON CAMPUSCIRCLE.NET - CCM is currently hosting a tower banner ad for ASD on campuscircle.net. Since it was launched on June 15, the banner ad has received over 113,321 impressions and 535 click-throughs.  CCM expanded the banner content on our web-site starting on July 3. To date, the additional banner ads have generated 80,000 impressions and 425 click-throughs.

(4) EMAIL NEWSLETTER – CCM included an ASD banner ads in two of our weekly email newsletters leading up to the premiere of the film. The banners appeared in our June 14 and June 21 newsletters. In addition, CCM included multiple banner ads for A SCANNER DARKLY in our July 5 email newsletter. The CAMPUS CIRCLE email newsletter is sent out weekly to 16,700 plus members in the greater L.A. area.

(5) CAMPUS CIRCLE NEWSPAPER - CCM featured ASD on the July 5 cover of CAMPUS CIRCLE, the Los Angeles publication of the CAMPUS CIRCLE network.  CAMPUS CIRCLE is distributed to over 800 retail outlets and 40 schools in the greater Los Angeles area.  In addition to the cover, the issue included a full-page ASD feature article along with a full-page four-color ad.